The document provides tips for public relations professionals on how to effectively pitch journalists. It advises keeping pitches concise and focused on the most relevant information for readers. Gimmicks should be avoided, and the main point of the pitch or news should be clear. It also suggests knowing the publications, journalists, and deadlines being targeted.

1. The Art of
Wooing a
Journalist
Karlin Lillington, Irish Times
Twitter:@klillington Email:
klillington@irishtimes.com

2. Is this
release
necessary?
Or a
gimmick
* No gimmicks please
* Straining for
relevance is
embarrassing to you
* We hate pointless
fluff

3. What no
journalist ever
did, on spying
a new press
release in the
inbox...

4. How to
write a
release we
will read
* Tell us CLEARLY what
this release is about
* Tell us why we should
care
* WHAT is your main
point?

5. Content

6. Aughhh!!!!
Jargon!!!

8. Pictures? Or not?

9. Contactin
g us
* Know the
publications
* Know us!
* Know deadlines

10. 29/11/10 A good release
SCIENCE GALLERY AND MATT RIDLEY DARE YOU TO BE AN OPTIMIST
Find out why everything is not as bad as we think at Science Gallery on 8th December
Do we have anything to be optimistic about? According to Prof Matt Ridley, scientist, journalist and award winning
author of the recently published, “The Rational Optimist: How prosperity evolves” things are better right now then they
have been at any previous time in human history. We are better-fed, sheltered, entertained and protected against
disease then any of our ancestors.
On December 8th at 18:30, the day after a forecasted bleak and austere Irish budget, Matt Ridley will be at Science
Gallery, Trinity College Dublin to tell us why the future will not be disastrous as we all think.
.....
Tickets are €5 and available at http://www.sciencegallery.com/events/2010/12/matt-ridley-collective-brain
The Rational Optimist is available at Science Gallery’s shop for €25 and Matt Ridley will be signing books following his
talk.
ENDS
For further information please contact Ian Brunswick, Science Gallery, on 085 148 6232 or 01 896 4133 or by email at
ian.brunswick@sciencegallery.com
NOTES
Matt Ridley's books have sold over 800,000 copies, been translated into 27 languages and been short-listed for six
literary prizes. In 2004 he won the National Academies Book Award from the US National Academies of Science,
Engineering and Medicine for 'Nature via Nurture'. In 2007 he won the Davis Prize from the US History of Science
Society for 'Francis Crick'.

11. A stinker!
Good afternoon!
Do you know what the hottest thing in tech is right now? Indoor Locationing.
Apple’s acquisition of WiFiSlam is getting a lot of attention this week. In a nutshell, WiFiSlam specializes in a technology that allows mobile apps to
pinpoint users’ locations through the interaction between their smartphones and standard wifi signals – no GPS need apply. It’s rumored to be a $20
million deal.
This deal has lit the technology world on fire. Although no one knows what Apple’s grand scheme is involving WiFiSlam, many are calling
2013 the year of indoor locationing.
Here is what to watch for in indoor locationing:
• Precision – How close to the device’s actual location does the solution get? WiFiSlam is said to get within 2.5 meters but algorithms and strategies
are constantly improving. Last week in testing, AirPatrol Corporation was within a foot of the device’s exactly location.
• Devices – What can the solution find? There are many devices that have wifi turned off due to security issues and, when wifi is off, the device
cannot be detected by wifi only solutions. However, cellular devices continue to broadcast until the battery is removed. A solution needs to be able to
locate both wifi AND cellular devices. After all, high speed cellular is being built into being a common factor and has more range than wifi – a very
attractive method of communication and data usage.
• So what factor – Although this is cool, what’s the point for enterprises, agencies, and corporations? The CTO doesn’t need a coupon pushed for
Keurig cups when he walks into the kitchen; the CTO needs security and device management that incorporates location. While here, the device can do
THIS but when here, the device can do THIS but can’t do THAT.
WHITE PAPER
At this link, you can immediately download a new white paper from our partner Mobile Active Defense (M@D) on the iOS On-Demand VPN changes.
Thursday, Apple announced that it lost a patent dispute with VirnetX and will be changing the behavior of the VPN On Demand feature on iOS devices
running iOS 6.1 or later through a software update to be released later this month.
If in fact this change is put into place very possibly by the end of this week, it will effect enterprises using iOS worldwide. We have to imagine Apple is
working on a new workaround as they have stated, and we will be watching closely. In order to get ahead of this, M@D has published a White Paper
analyzing and detailing the ramifications of this change.
The real power is in the idea of context-aware mobility and security. There are more location-based start-ups every day but are they filling the right gaps
with the right capabilities?
Come check out what we're doing and subscribe to our blog for the latest news.
Best,
Lauren
Director of Marketing
XXXXXX Corporation

12. The Art of
Wooing a
Journalist
Thank you!! Questions?
Karlin Lillington, Irish Times
Twitter:@klillington Email:
klillington@irishtimes.com